Project Description
Retailer Networks: Miss Selfridge, Oasis, Warehouse, Outfit and Dorothy Perkins
Format: A3 Format Fitting Room Posters
Planned and Bought: Rapport
SKY TV utilised Confero’s A3 format Fitting Room Poster network for a National campaign to promote contract-free service Now TV, and their HayU Reality Pass. The HayU Pass allows viewers to keep up to date with the most popular reality shows, including the new season of ‘Keeping up with the Kardashians’.
The Fitting Room Posters allowed Sky to showcase the HayU subscription service. The stylish bespoke ‘tongue in cheek’ creative design featuring some familiar names and faces worked great in-situ, and most definitely attracted the attention of consumers shopping in-store with Warehouse, Oasis, Miss Selfridge, Dorothy Perkins and Outfit Fashion retailers. This campaign allowed Now TV to have an exclusive strong presence in some of the UK’s leading female high street fashion retailers.
To maximise the impact of the overall campaign Now TV took advantage of Confero’s quick turnaround 24 hour posting capability, and changed the copy for an additional 2-week poster display. The 2nd creative was very text heavy which ordinarily would not work on the vast majority of Out-of-Home poster sites, but due to the lengthy dwell times of customers in fitting rooms and the poster being viewed at close proximity it was perfect for display the fitting room environment.
Confero handled all media, print, production and distribution of this national broadcast campaign.
